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The impact of Internal Marketing to Market Orientation concept and their effects to bank performance

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Abstract

The front-line employees of the bank interact with the majority of customers and generally handle a wide range of banking transactions. It is common knowledge that customer satisfaction mainly depends on the process of service delivery and less on its outcome. The above ascertainments highlight the importance of the initiation of Internal Marketing and Market Orientation in a bank institution. This paper presents a research study, which sought to explore the relationship between the Internal Marketing and Market Orientation. In this survey, Human Resources managers of Greek banks participated and as a result the response rate constitutes the 67,3% of the total population. The discussion of findings contributes to understand how Internal Marketing and Market Orientation are linked to the adequacies of the bank and its eventual performance.

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Authors and Affiliations

  1. Department of Business Administration, Marketing Laboratory, Graduate Technological Education Institute of Piraeus, 250, Thivon ave., 12244, Aigaleo, Athens, Greece

    N. Bouranta, G. Mavridoglou & P. Kyriazopoulos

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  1. N. Bouranta
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  2. G. Mavridoglou
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  3. P. Kyriazopoulos
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Correspondence to N. Bouranta.

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Bouranta, N., Mavridoglou, G. & Kyriazopoulos, P. The impact of Internal Marketing to Market Orientation concept and their effects to bank performance. Oper Res Int J 5, 349–362 (2005). https://doi.org/10.1007/BF02944318

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